Optimizing Steps for Effective Paid Search Campaign – By Sumit Dhawan

by Colleen on April 17, 2015

Optimizing for positive returns is key in paid search advertising, and there are a number of strategies to optimize performance.


The trick is to focus on positive keywords and expand them at the same time, but it’s very important that you carefully scrutinize your keyword list. Keywords with high commercial intent also have a high search volume.

Here are five tips to maximize your return on investment.

Relevant Calls-To-Action

Your landing pages have to be carefully designed and need to be highly relevant. A strong headline and a clear call to action are the most important elements of a landing page. When they are represented clearly you just can’t miss them. In paid search optimization it is all about relevancy and speed, both of which should be there on the landing page.

Dominate Ads Quality Scores

Your keywords and ad copy combinations should be watertight. Well-connected keywords and ad copy contribute towards increasing your CTR (click through rate) which subsequently increase your quality. Relevance is the key here, and it is directly proportionate to the conversions. Always monitor the changes to ensure they are moving in a positive direction.

Optimize Mobile – Tablets Search

Now is the best time to optimize your mobile paid search. Analyze the results for mobile devices with full browsers vs. computers and tablets. You can increase or decrease the bid adjustment depending on the performance. The user intent on a mobile could be very different which can help you to target users appropriately.

Both the mobile site and landing pages should have a very clear headline with specific details. Mobile ad copy should be direct and without any confusion on what a user is expected to do.

Importance of Negative Keywords

Keywords that don’t convert to a lead or sale still have costs associated with them. If a keyword doesn’t contribute, you should pause/remove it. In order to get more visibility for best performing keywords you can increase the bids slightly.

Traditional keywords prompt your ads to display for relevant searches; negative keywords prevent your ads from being triggered. Therefore by adding negative keywords you can stop showing your ads to the wrong people. However, please keep in mind that adding a negative keyword will stop your ads from showing up for affected words, so use them very carefully.

Create a Seasonal Campaign

For search marketers, seasonal shopping periods can impact conversion rates in a big way.

If your business does not sell seasonal products, you can isolate time periods of irregular performance and exclude those days from bid calculations.

Sumit Dhawan is CEO of Dhawans Enterprises LLC and blogs at SumitDhawan.com

This article appeared in issue 30 of FeedFront Magazine, which was published in April 2015.http://issuu.com/affiliatesummit/docs/feedfront-30

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